Peran Sikap sebagai Pemediasi terhadap Pengaruh Persepsi Harga dan Persepsi Kualitas pada Niat Beli (Survei Niat Beli Konsumen pada Kerajinan Kulit di Kabupaten Magetan)

Abstract

Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to celebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers.